Understanding Sports Sponsorships (VIDEO)

University of Oregon

Caption

T. Bettina Cornwell, a marketing professor at the University of Oregon, provides the background, steps taken and the findings of a study published in the Journal of Marketing. The study, which looked at professional soccer and handball leagues in Germany, explored the subtle messages of the deals on sports sponsorships that are inferred by the general public, including the fans of teams that forge such deals.

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University of Oregon

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